The importance of the order in which your ad appears
Let's say you're running a national TV campaign. That likely means you've got a schedule on cable TV. And that means every hour your commercial airs, it's got lots company, maybe 40 other commercials.
No, that's not a typo.
The typical cable program contains about 40-42 minutes of programming, 18-20 minutes of ads. That can mean 40 ads or more. And if the program is a re-run, like Law & Order, the commercial pods in the second half can include as many as 10 commercials.
OK, let's say your spot is in 6th position of an 8-commercial pod. How much impact can your spot possibly deliver? Common sense suggests not much. Research confirms it. See the results from a Nielsen study:
The lesson: Don't get stuck in the back of a crowd. And if you do, don't pay very much.